Colorado Department of Transportation (CDOT): Pedestrian Safety , 3

Credits & Description:

Advertised brand: Colorado Department of Transportation
Advertising Agency: Amélie Company, Denver, USA
Agency: Amélie Company
Creative Director: Eric Hines
Senior Copywriter/Creative Lead: Cecil Bozard
Copywriter: Rachel Edwards
Agency Producer: Kristen Del Calzo
Director of Production: Heather Popenhagen
Junior Art Director: Olivia Conroy
Production Designer: Mark Lewis
Account Supervisor: Kaitlin Tabar
Account Executive: Kristen Barnhil
Account Director: Mackie Clonts
Community Manager: Savannah King
Social Media Specialist: Cheryl Lyons
Production: Rocky Mountain Recorders
Studio/Engineer: Chris McNaughton
Media Planning and Buying: Vladimir Jones
Chalk Art Marketing: AllOver Media
VO, Fred Estrian: Heath Arthur
Announcer VO: Mackenzie Beyer
Published: April 2018
Synopsis:
Fred Estrian takes on safety captain role to protect pedestrians and drivers alike.
In 2016, the Colorado Department of Transportation and Amélie created the ultimate pedestrian safety advocate: Fred Estrian. Fred, whose name is a play on the word “pedestrian,” is a life-size walk signal man with a passion for protecting Colorado road users. With 93 pedestrian fatalities in 2017 – and more pedestrians and cars moving here every day – we sought out to engage with pedestrians and drivers alike on the importance of using crosswalks and observing pedestrian laws. Since Fred is a familiar face around Colorado, we decided to bring him back to town just as temperatures started to rise and more pedestrians were out and about. This year, he transformed into “Captain Fred Estrian,” a spoof on an airline captain, to share information in a common safety communications format. We created Fred’s guidelines in the form of radio PSAs, social media advertisements and billboards. Radio spots imitated pre-flight safety demonstrations, while print and social media ads aimed to emulate airplane safety manuals. We also installed glow in the dark sidewalk chalk art that read “Stow your phone before crossing” in 100 locations within Denver’s city limits to reach pedestrians as they were preparing to cross busy intersections. The goal? To engage with road users where they spend most of their time – online, outside and in their cars. The campaign caught the attention of Coloradans, garnering media coverage from Denver to Durango, and ultimately reminding road users that crosswalks play a critical role in preventing pedestrian fatalities.